Inside Facebook's Push to Woo Big Advertisers

By

Shayndi Raice

Updated Aug. 15, 2012 1:51 p.m. ET

After joining Facebook as vice president of marketing last year, Carolyn Everson made it her mission to win over skeptical ad executives who complained that spending on the giant social network wasn't paying off.

At the time, many companies were using the site to promote brands on their own Facebook pages—but most were paying little to nothing to do so. While Facebook was starting to push more paid notices, it was unclear whether...